Mumbai: Post-pandemic, Gen Alpha's engagement with digital media has surged, significantly influencing family choices in food, entertainment, IT products, durable goods, and FMCG.
To explore this generation’s impact, Kantar has launched the 2024 Kidscan India report, providing insights into the lives of nearly 2,500 children aged 5-14 and their parents across 14 Indian cities from NCCS A, B, and C households. The report examines Gen Alpha's interactions with brands in food, beverages, technology, and media, with a focus on television and digital platforms, and delves into their preferences, ambitions, and lifestyle influences.
Kantar director, specialist businesses, insights, South Asia, Puneet Avasthi said: “Gen Alpha is reshaping the family dynamic in ways we haven’t seen before. Their influence is far-reaching, from tech and entertainment choices to key household purchases. The 2024 Kidscan Report captures these shifts, providing brands with invaluable insights into the preferences and digital behaviours of this new generation. For brands, understanding Gen Alpha is not just an opportunity but an imperative to stay relevant in a rapidly evolving landscape.”
Key highlights of the report:
1. Gen Alpha kids today enjoy enormous freedom and discretion in their career choices - 55 per cent of parents are allowing full discretion to their kids over their career choices.
2. Children are wielding growing influence over family purchase decisions across various product categories- 1.46X increase in incidence of parents taking into considerations their kid’s choice or opinion when purchasing a Smart TV as compared to 2022.
3. Gen Alpha is increasingly gravitating towards digital media, with online video consumption sharply rising - Kids now spend 60 per cent more time watching online videos than they did in 2022.
4. Gen Alpha is increasingly driven to a more digital recreational experience. 69 per cent of kids find video games more enjoyable than outdoor play.
5. Gen Alpha kids increasingly value close, friendly bonds with their parents over traditional peer relationships - 57 per cent more kids now choose to confide their secrets in their mothers over friends
